農企業價值創新與藍海策略之研究－以豐年農場為例

農業是支持經濟永續發展的基礎產業，而農企業則是農場經營及其相關企業之總稱，也是本研究探討的主體。台灣農業發展的歷程，由早期的自給自足所需成為追求利潤的企業化經營；農企業也由狹義的農業生產投入，擴大為廣義的加工、服務、行銷等與農業相關的企業。也就是現代農企業已發展為兼顧生產、生活、生態之「三生農業」，包括生產糧食的一級產業，農產加工的二級產業，以及運銷、休閒、文化體驗的三級產業，充分利用農村生態資源及農業產業文化，來增加農民所得。為了解農業走上企業化、國際化經營的過程中，可能的技術創新與其他關鍵成功因素，並探討豐年農場如何跳脫傳統食用菌企業的「紅色海洋」，找到價值創新的藍海策略，本研究依據豐年農場創始人經營歷程之產業價值鏈所分析的結果，可得下列幾項結論： 1. 雖然農企業之技術創新很重要，但單一產品技術的創新並不能保證農企業長期的成功，技術創新最主要的價值是在使農企業擁有持續快速應變的能力。有創新，更要有市場，忽略市場需求的產品或服務並非真正的技術創新。 2. 所有的技術革新中最困難，也是最重要的即經營管理的革新。 3. 所有的產品和生產技術皆會面臨其週期性的生命。因此，研發具有高附加價值產品，才能有高獲利的潛力，並確保企業的永續經營。 4. 避免不當的中間剝削與產能過剩是農企業急需解決的問題。對於農企業未來經營所需要強調的重點及技術策略提出下列幾項建議： 1. 選擇高附加價值之農企業進行投資。 2. 農企業應具備自行研發與創新之能力。 3. 建立合理的產銷制度，並提供準確的訊息。 4. 加速產業鏈的垂直整合，拓展行銷通路。

關鍵字

農企業；技術創新；關鍵成功因素；藍海策略；產業價值鏈

並列摘要

Agriculture is the basic industry that supports the sustainable development in economy. Farm management and other related businesses are known as agribusiness, which is the main topic of this study. The agriculture in Taiwan develops from self-sufficiency to corporatization which is engaged in pursuit of profit. Agribusiness expands from a narrow agricultural production input to a broad processing, service, marketing and businesses that are related to agriculture. The development in modern agribusiness includes primary sector of industry which produces foods, secondary sector of industry which processes agricultural product and tertiary sector of industry which involves the transport, recreation and cultural experience. Modern agribusiness, that is to say, takes full advantage of biological resources in rural areas and agriculture industries to increase the income of the farmers. The purpose of this study is not only to figure out the possible technological innovations and other key successful factors on agribusiness while corporatization and internationalization are in progress but also to explore how the Rich Year Farm could think outside the box in traditional edible fungi market and find out the value shift in Blue Ocean Strategy. Followings are the analytic results that are based on the analysis of the business process and the industry value chain from the owner of Rich Year Farm. 1. The technical innovation on agribusiness is very important, however, technical innovation on single item couldn’t guarantee that agribusinesses will success for good. The main value of the technical innovation lies in making the agribusiness have a sustainable and good ability to deal with a contingency. Market need for the goods is much more important than innovation. The real technical innovation shouldn’t ignore the product and service that meet the market. 2. Management innovation is the most difficult and important in technical innovation. 3. All the products and production techniques have their life cycles. Therefore, only the high value added products have possibilities to make a profit and ensure the sustainable operation of a business. 4. Avoiding being exploited by distributors and excess capacity are the problems that agribusiness needs to solve. Following are suggestions that give to agribusinesses in Taiwan. 1. Investing in high value added agribusiness. 2. Agribusiness should possess the ability to develop and innovate. 3. Developing reasonable production and marketing system, and providing accurate information. 4. Speeding up vertical integration in agriculture, and broadening marketing and distribution channel.